The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The Influence of Perceiver's Social Values on Image Evaluation of Men Wearing Accessories

지각자의 사회적 가치가 남성의 액세서리 착용 이미지 평가에 미치는 영향

  • 이명희 (성신여자대학교 의류학과) ;
  • 송원영 (성신여자대학교 의류학과)
  • Received : 2012.05.11
  • Accepted : 2012.08.13
  • Published : 2012.08.31
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Abstract

This study examines the influence of fashion accessories on how men of different ages are perceived, as well as how the social values of the perceiver affect the image evaluation process. For the purpose of this study, men's accessories were limited to glasses, ties, and hats. A quasi-experiment was conducted in which 358 female university students in Seoul examined two men, one in his 30s and the other in his 60s. The social value included materialism and hedonism with higher and lower group. Factor analysis revealed three main factors with regard to men's image based on age and accessories: professionalism, morality, and preference. The findings indicated that wearing accessories can affect how men are perceived, and the perceivers' social values are at play throughout the process. Glasses enhanced a professional image in men, while ties amplified professionalism and morality. Morality and preference for the older man were heightened when he wore a fedora and a hunting cap. Taking social values into account, perceivers with a higher level of materialism associated a man with a navy blue tie more strongly with professionalism. Perceivers who possessed more hedonistic traits preferred a man wearing a cap. The subjects considered the man in his 60s as having a higher level of professionalism when he wore casual hats such as a cap or a cloche. The results of this study suggest that social values such as materialism and hedonism play a part in how people perceive men wearing accessories.

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References

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